Globalization and digitalization have profoundly transformed business communications, requiring companies to adjust their marketing strategies for international markets. Copywriting plays a pivotal role in effectively delivering commercial messages while accounting for the cultural, linguistic, and behavioral characteristics of target audiences. This review analyzes five key sources that explore fundamental aspects of content strategy and the role of copywriting in corporate expansion into global markets.
V. Babić examines the importance of transcreation in adapting marketing content for international audiences. The author highlights that direct translation of advertising materials is often ineffective, as it fails to consider cultural nuances. Instead, transcreation—a creative adaptation of text—ensures that key brand messages remain intact while making them both comprehensible and engaging for local audiences. V. Babić’s research confirms that successful multinational companies leverage transcreation to enhance the effectiveness of marketing campaigns, positioning it as a crucial component of content strategy development [1].
M. Berman provides a comprehensive guide to strategic copywriting, explaining how well-crafted written content shapes brand perception and influences consumer behavior. The author underscores the importance of content personalization, the strategic use of emotional triggers, and the adaptation of marketing texts across various digital platforms. Additionally, M. Berman explores the role of storytelling in developing compelling content, emphasizing that narratives significantly enhance consumer engagement. This aspect is particularly relevant for companies aiming to establish a strong emotional connection with their brand in international markets [2].
R. Bly provides an in-depth analysis of techniques for crafting persuasive advertising texts. He offers a step-by-step approach to writing copy, covering headline creation, main body content, and calls to action. R. Bly places particular emphasis on the role of consumer psychology in marketing texts, highlighting its critical importance for companies entering international markets. His research confirms that tailoring advertising messages to align with local audiences’ preferences significantly enhances their effectiveness [3].
M. Green and W. Keegan analyze key principles for developing marketing strategies in a global context. The authors stress that a successful international marketing strategy must balance brand standardization with content localization. This means that while companies should maintain a unified brand identity, they must also adapt their messaging to fit the specific characteristics of each region. M. Green and W. Keegan further emphasize the role of digital channels in global marketing, noting that an integrated content strategy should account for the behavioral tendencies of online audiences [4].
S. Kingsnorth complements previous studies by examining the role of content marketing in the digital environment. The author provides a detailed discussion of SEO copywriting techniques, the impact of social media on customer engagement, and the use of analytics to optimize content performance. S. Kingsnorth highlights that a successful global content strategy should integrate high-quality copywriting with modern digital tools such as targeted advertising, email marketing, and content automation [5].
E. Killander, A. Ehn, and J. Steinlechner explore how content creation influences brand awareness during market entry. The authors argue that a well-structured content strategy helps businesses establish credibility and visibility in new markets. They emphasize that companies must adapt their messaging to align with the cultural and consumer behaviors of the target audience while maintaining brand consistency. This study underscores the importance of balancing standardized global branding with localized content to optimize engagement and recognition across different regions [6].
M. Mališević delves into the creative aspect of copywriting and its role in marketing success. The author examines how businesses employ copywriting techniques to craft persuasive and engaging messages that resonate with diverse audiences. M. Mališević contends that creativity in copywriting is essential for differentiation in highly competitive global markets. He also highlights the psychological dimensions of copywriting, stressing the significance of emotional appeal and storytelling in fostering strong consumer connections. The study reinforces the notion that creative and adaptive copywriting is a fundamental component of a successful content strategy [7].
B. Prana investigates how copywriting evolved in response to the COVID-19 pandemic. The study provides insights into how digital content strategies adapted to rapidly shifting consumer behaviors and preferences. B. Prana discusses the increasing reliance on online platforms, the growing emphasis on authenticity in brand communication, and the shift toward more empathetic and community-driven messaging. The findings suggest that in an era of globalization, businesses must maintain agility in their content strategies, continuously adjusting copywriting techniques to align with global trends and local audience expectations [8].
S. Seidekhanov and A. Dossanova examine the linguistic and semantic aspects of copywriting, emphasizing the impact of language choices on consumer perception and engagement. The authors highlight the importance of businesses considering linguistic nuances when translating or adapting content for diverse markets. They argue that effective international copywriting goes beyond direct translation; it requires cultural sensitivity, contextual adaptation, and linguistic precision to maintain the brand’s intended message while ensuring relevance to the target audience [9].
M. Sivakoses and P. Prayong explore the evolving role of digital content creators in the publishing industry. Although primarily focused on the media sector, their findings are highly relevant to businesses developing content strategies for global markets. The study underscores the necessity of adapting digital content across multiple platforms, the increasing reliance on data-driven content strategies, and the crucial role of digital copywriting in brand storytelling. The authors assert that in a globalized business environment, companies must integrate digital marketing techniques with high-quality copywriting to maximize audience reach and engagement [10].
Globalization has created unprecedented opportunities for businesses, enabling companies to expand beyond national borders. However, entering international markets presents significant challenges, with effective communication across foreign audiences being a critical factor. Content strategy serves as a key determinant of success in international expansion, and copywriting plays a pivotal role in this process. High-quality written content not only shapes consumer trust and brand recognition but also directly influences sales performance.
A company's content strategy encompasses the planning, creation, distribution, and analysis of content to attract target audiences and achieve business objectives. On an international scale, such a strategy must account for the linguistic, cultural, and behavioral characteristics of different regions. In this process, copywriting serves not only as an informational tool but also as a mechanism for adapting the company’s communication strategy to the unique attributes of each market.
One of the fundamental aspects of copywriting in international business is content localization. A literal translation of text is often ineffective, as it may fail to convey the intended emotional appeal or even lead to misinterpretation. For instance, KFC's slogan, “Finger Lickin’ Good,” was mistakenly translated into Chinese as “Eat Your Fingers,” necessitating a creative adaptation of the marketing message. Consequently, successful companies employ not only translation but also transcreation—a process that involves creatively adapting text while considering cultural nuances and audience perceptions.
The digitalization of communication has introduced new opportunities for content distribution while simultaneously altering format requirements. Social media, blogs, video content, and email marketing have become the primary channels for audience engagement. As a result, SEO copywriting—the practice of writing content optimized for search engines—has gained increasing importance. Companies aiming for success in international markets must adapt their texts to align with local search behaviors. For example, in the United States and the United Kingdom, search queries often begin with “how to” (e.g., “how to do something”)—a trend that reflects a focus on instructional content. Conversely, in Asian markets, consumers are more likely to compare products and prioritize price-related searches, necessitating adjustments in keyword strategies to align with regional preferences.
Emotional and psychological factors play a crucial role in international copywriting, as different cultures interpret textual content uniquely and respond to emotional triggers in distinct ways. In Western countries, storytelling, which involves presenting information through engaging narratives, has proven to be an effective strategy in eliciting emotional responses from consumers. Conversely, in Middle Eastern markets, marketing messages often emphasize traditions and family values, requiring content to align with these cultural expectations to ensure resonance with the target audience.
A comprehensive content strategy for international business must also incorporate legal considerations. Various countries impose specific regulations governing advertising materials and product information. For example, the General Data Protection Regulation (GDPR) in the European Union enforces stringent guidelines on the collection and use of personal data. Non-compliance with these regulations can not only diminish the effectiveness of marketing content but also result in substantial financial penalties, underscoring the importance of aligning content strategies with legal requirements.
Another critical component of international content strategy is personalization. The integration of Big Data analytics enables companies to assess consumer behavior and tailor marketing messages accordingly. For instance, Amazon employs advanced algorithms to generate personalized product recommendations based on users’ previous purchasing patterns, while Netflix customizes content descriptions to align with individual user preferences, enhancing engagement and user satisfaction.
The findings indicate that an effective content strategy for international business must be founded on strategic copywriting that accounts for cultural, linguistic, legal, and behavioral factors specific to the target audience. Content localization, transcreation, SEO optimization, and personalization serve as key determinants of a company’s success in global communication. In today’s interconnected digital economy, businesses must not only adapt their content linguistically and culturally but also integrate it seamlessly into their digital marketing strategies to maintain competitiveness in international markets.
References
1. Babić V. Translator’s Role in Advertising: Transcreation as a Localization Strategy. Faculty of Humanities and Social Sciences. 2023. https://repozitorij.ffzg.unizg.hr/en/islandora/object/ffzg:7405
2. Berman M. Content and Copywriting: The Complete Toolkit for Strategic Marketing. John Wiley & Sons. 2024. https://www.google.com/books?hl=uk&lr=&id=7MoUEQAAQBAJ&oi=fnd&pg=PR23&dq=Content+strategy+for+business+in +a+globalized+world:+the+role+of+copywriting+in+companies%27+entry+into+international +markets&ots=tvaXut2kIh&sig=MCk7c8bM8Quxi7xchImiLsQX6s4
3. Bly R. The copywriter's handbook: a step-by-step guide to writing copy that sells. Holt Paperbacks. 2020. https://www.google.com/books?hl=uk&lr=&id=GSKaDwAAQBAJ&oi=fnd&pg=PT296&dq=Content+strategy+for+business+ in+a+globalized+world:+the+role+of+copywriting+in+companies%27+entry+into+ international+markets&ots=l7iCXmXkJu&sig=-yk4ah3JhbkGmeTSWmq4W1g-Hc0
4. Green M., p Warren J. Global marketing. Pearson. 2020. https://thuvienso.hoasen.edu.vn/handle/123456789/11767
5. Kingsnorth S. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. 2022. https://www.google.com/books?hl=uk&lr=&id=acdsEAAAQBAJ&oi=fnd&pg=PP1&dq=Content+strategy+for+business+in+a +globalized+world:+the+role+of+copywriting+in+companies%27+entry+into+international +markets&ots=Zuel6WBCrL&sig=wKeeya7KWB_Mg2uPmLNQ-VuBeps
6. Killander E., Ehn A., Steinlechner J. Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets. 2020. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1473074
7. Mališević M. Copywriting as a creativity tool in marketing. Diss. 2024. http://ebiblioteka.efsa.unsa.ba/xmlui/handle/EFSA/726
8. Prana B. Exploring the world of copywriting and content developing at Roar বাাংলা, during a global pandemic. 2022. https://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/17579/18303021_ENH.pdf?sequence=1
9. Seidekhanov S., Albina D. Linguistic Features of Copywriting and Rewriting in the Field of Text Content for Corporate Websites: Semantic Aspect. Journal of Psycholinguistic Research. 2024. №53(1). https://link.springer.com/article/10.1007/s10936-024-10051-
10. Sivakoses M., Punwadee P. Digital Content Creator Roles in Magazine Publishing Company: The Case Study of ELLE Thailan. Thammasat University. Faculty of Journalism and Mass Communication. 2021. https://digital.library.tu.ac.th/tu_dc/digital/api/DownloadDigitalFile/dowload/192690
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